Co-Op Media Tours: How Brands Can Shine When They Share the Spotlight
Co-Op Media Tours are a great way to get products and services in front of the consumers without bearing the cost of a stand-alone tour. But how can brands shine when they share the spotlight with multiple partners?
Most co-op tours happen from either a table top set or a kitchen set.
The background will be dressed to fit the theme of the segment (Holiday Entertaining, Summer Travel, New Year, New You, etc.). You’ll want your brand to showcase the product/service itself while tying into the segment. For instance, a sunscreen product for a summer travel segment would be accompanied by a sunhat, towel, sunglasses and beach tote. Surrounding the product with these items will let the brand stand out while still incorporating the theme of the interviews. Our two-camera production will ensure each product gets camera time.
What do you do if you have a service instead of a physical product to offer viewers?
Technology is the key! Most of the viewing audience has multiple ways to stay connected. Smartphones, tablets and laptops are all ways you can show a web-based service or app on set. Showing the consumer what the site or app looks like helps frame the experience they can expect when they go to your site.
Are cars or larger items a candidate for co-op tours?
Sure! While there are studios that can accommodate cars or other large items on set, there is also an increased level of planning needed. If time is of the essence, then b-roll is the way to go.
No matter the product or service, co-ops are a great option for brand exposure. Seasoned experts that are experienced in media tours will deliver your messaging in a way that is appealing to stations and relatable to viewers. The subtle branding that co-ops allow will give you screen time and a visual that’s unique to these segments.
ABOUT THE EXPERT: Kai Carroll
Kai is a Broadcast Project Manager at MultiVu, a Cision company. Based in Atlanta, Kai joined the MultiVu project management team 10 years ago.
She is also the Co-Op Supervisor for MultiVu and has managed segments for trade-shows, season travel, health and wellness, as well as finance and entertaining.
Kai holds a B.S. in Business Administration from Pfeiffer University.
MultiVu, a Cision/PR Newswire division, produces and places compelling content strategically across multiple channels globally to deliver targeted results and drive desired engagement. Created in 2002 from network news veterans and media relations professionals, MultiVu has grown into a content creation and media strategy company, leading in the broadcast communications industry. More information can be found on www.multivu.com.